2015.0 Social norms marketing interventions: Context, evidence, planning, implementation & evaluation

Sunday, October 28, 2012: 8:00 AM - 5:30 PM
LI Course
CE Hours: 6 contact hours
Statement of Purpose and Institute Overview: The purpose of this Institute is to provide participants with the foundational knowledge, experience and tools needed to design, implement and evaluate successful social norms marketing interventions. Social norms marketing combines social norms theory with social marketing techniques to address public health issues in which the common perceptions of attitudes or behaviors differ significantly from the reality of attitudes or behaviors. Such issues include alcohol use, safe sex practices, smoking, vaccination and other preventive health practices, as well as cultural and racial/ethnic stereotypes. The Institute begins with a brief historical overview differentiating earlier public health challenges (control of infectious diseases) from current challenges in the developed world (control of chronic diseases). Traditional public health educational and marketing approaches are then compared to current for-profit advertising approaches. This sets the stage for audience discussion about how to effectively “market” behavior change. The practicalities of social norms marketing interventions begins with the foundational work of Perkins and Berkowitz, includes Haines’ PIE principles, and focuses on the five step model. Each step is explained, with opportunity for audience involvement (for example, in completing an “Understand your audience” worksheet). The use of a logic model to guide evaluation and integrate it into program planning constitutes a significant component of the Institute. After working through the components of a logic model, participants have the opportunity to work in small groups to design a logic model. These are then critiqued and refined in general discussion. Finally, the Institute concludes with a discussion of the most recent evidence regarding social marketing and social norms interventions. This includes a consideration of DeJong’s multicenter controlled trial, and the replication failure, as well as multi-institutional, multi-year statistics available to the presenters. The emphasis in this part of the Institute is on understanding the limitations of social marketing approaches and the interaction of such approaches with the larger environment. The social ecological model is used to put this information in context. Course materials include paper and electronic resources to ensure that participants can implement high quality social norms marketing interventions in their settings. Adrienne Keller, Ph.D., is a behavioral epidemiologist and Research Director of the National Social Norms Institute. Jennifer Bauerle, Ph.D., is a public health educator and Director of the National Social Norms Institute. Both bring wide experience in consultation with health educators, interventionists and evaluators in academic and community setting, nationally and internationally.
Session Objectives: 1. Differentiate social marketing based interventions from more traditional public health marketing interventions. 2. Identify the key principles, in the PIE acronym, of social marketing. 3. Explain the Five Step Model for a social norms marketing intervention. 4. Design a strategic logic model, integrating evaluation with planning and implementation 5. Discuss the evidence of effectiveness and the limitations of the evidence. 6. Analyze the breadth of interventions and the place of social norms interventions in the context of the social-ecological model

Afternoon Discussion & Review
Morning Break
Five step model: First two steps
Jennifer Bauerle, PhD
Small Group Work: Understand Your Audience
Morning Discussion & Review
Five step model: Steps 3 and 4
Jennifer Bauerle, PhD
Small Group Work: Logic Model
Afternoon Break
Evidence of effectiveness
Adrienne Keller, PhD

See individual abstracts for presenting author's disclosure statement and author's information.

Organized by: APHA-Learning Institute (APHA-LI)

CE Credits: Medical (CME), Health Education (CHES), Nursing (CNE), Public Health (CPH) , Masters Certified Health Education Specialist (MCHES)